1. 3Q12 2Q 3Q12
2012 7 23
1 iPhone iPad iPod Mac 3Q12
2 886.2.2181.8742
3 mingchi.kuo@kgisia.com.tw
2H12 4Q12
2Q12 2Q12 iPhone/iPad/iPod/Mac
(Portable)/Mac (Desktop) 29.4/16.1/6.1/3.8/0.9 (mn) QoQ
-16/36.8/-20.3/35.2/-21.4 (%)
3Q12 9
iPhone 5 iPad mini 13” Retina MacBook Pro iPod touch iPod
nano 9
iMac 9
9
New iPad 10
New iPad
9 10
8 9 EMS 9
2H12
modified New iPad
New 21.5” & 27” iMac
iPad mini
iPhone 5
13” Retina MacBook Pro
All new design iPod touch & iPod nano
Jul Aug Sep Oct
iPhone iPad Mac iPod
http://research.kgi.com 2012 7 23 1

2. 3Q12
CY1Q12 CY2Q12 CY3Q12 CY4Q12 CY2012
/ ( ) (KGI ) (KGI ) (KGI ) (KGI )
iPhone iPhone 5 0 0 15,379 48,080 63,458
iPhone 4S 29,083 20,187 12,903 6,608 68,780
iPhone 4 4,905 7,994 3,503 1,200 17,602
iPhone 3GS 1,076 1,269 329 0 2,674
35,064 29,450 32,114 55,887 152,514
iPad New iPad 4,080 10,321 12,760 9,827 36,989
iPad mini 0 0 1,778 13,336 15,115
iPad 2 7,718 5,817 2,502 604 16,640
11,798 16,138 17,040 23,767 68,743
iPod iPod touch 3,988 3,582 4,968 8,044 20,581
iPod nano 1,667 1,251 3,576 4,540 11,033
iPod shuffle 1,690 984 1,879 2,067 6,620
iPod classic 328 299 374 459 1,459
7,673 6,116 10,796 15,109 39,694
Mac ( ) 13” Retina MacBook Pro 0 0 328 1,559 1,887
15” Retina MacBook Pro 0 326 508 422 1,256
11” MacBook Air 469 601 482 414 1,965
13” MacBook Air 530 748 891 603 2,772
13” MacBook Pro 1,322 1,579 1,586 955 5,442
15” MacBook Pro 451 557 260 209 1,477
17” MacBook Pro 46 0 0 0 46
2,818 3,810 4,055 4,162 14,845
Mac ( ) 21” iMac 671 553 590 952 2,766
27” iMac 354 229 262 590 1,435
Mac mini 174 160 197 220 751
1,199 942 1,049 1,763 4,953
Mac 4,017 4,753 5,104 5,925 19,798
2Q12
2Q12 iPad MacBook
2Q12
iPhone iPhone 5
iPad New iPad
iPod
MacBook Ivy Bridge 13” Retina
MacBook Pro
Mac (Desktop) iMac
2Q12 1Q12
2Q12
http://research.kgi.com 2012 7 23 2

3. 3Q12
3Q12
9
3Q12
CY2Q12 CY3Q12
( / ) (KGI ) (KGI ) (%)
iPhone 5 9
iPhone 29,450 32,114 9.0
N ew iPad
iPad 16,138 17,040 5.6
iPad mini 3Q
iPod touch iPod nano
iPod 6,116 10,796 76.5 iPod touch iPhone 5
In-Cell
13" Retina MacBook Pro 發售， 我們預 期會吸引 原本要
採購13" MacBook Pro 與MacBook Air的使用者 。但因 13"
Mac ( ) 7,621 7,783 2.1
Retinam MacBook Pro 出貨量 受限於面 板與組 裝良率 ，
故對整 體貢獻有 限
Ivy Bridge iMac
Mac ( ) 942 1,049 11.3
3Q12
9
3Q12
( / ) Jul Aug Sep CY 3Q12
iPhone 9,298 8,156 14,660 32,114
iPad 4,890 4,886 7,264 17,040
iPod 2,885 3,111 4,800 10,796
Mac ( ) 1,306 1,243 1,505 4,055
Mac ( ) 282 289 478 1,049
Mac ( ) 4,474 4,644 6,783 5,204
(%) Jul Aug Sep
iPhone - (1.5) 71.0 -
iPad - (0.1) 48.7 -
iPod - 7.8 54.3 -
Mac ( ) - (4.8) 21.0 -
Mac ( ) - 2.5 65.4 -
Mac ( ) - (3.5) 29.4 -
4Q12
4Q12
MacBook 13 Retina
MacBook Pro 9 MacBook
http://research.kgi.com 2012 7 23 3

4. 3Q12
13 Retina MacBook Pro 13 MacBook Pro
13 MacBook Pro 13 MacBook Air
MacBook Air 15 Retina MacBook Pro
Retina display 13 Retina MacBook Pro
MacBook Pro Air
13 Retina MacBook Pro
iOS MacBook
13 Retina MacBook Pro
NB Retina display Retina MacBook Pro
2013
9
iPhone 5 New iPod touch iPod nano
8
iPad mini 8 New iPad
New iPad 8
iPad mini New
iPad New iPad Apple
MacBook 13 Retina MacBook Pro
Mac Desktop 7 8
iMac MoM
7 8
8
iPhone iPod
iPhone & iPad (2354.TW, NT$105.5, )
(6269.TW, NT$113.0, ) (3008.TW, NT$581,
) (3406.TW, NT$203.5, ) (4915.TW,
NT$24.1, ) (2392.TW, NT$58.2, )
(3042.TW, NT$46.2, ) (2308.TW, NT$98.0,
) (iPad) (3149.TW, NT$80.0, )
http://research.kgi.com 2012 7 23 4

5. 3Q12
MacBook (2474.TW, NT$165.0, )
(6121.TW, NT$175, ) (3211.TW, NT$149.5, )
(8163.TW, NT$20.9, )
(2387.TW, NT$12.65, ) (3324.TW, NT$25.6,
) (3376.TW, NT$84.0, )
(6282.TW, NT$17.0, )
iMac
3Q12
( / ) Jul Aug S ep CY 3Q12
i Phone 11,000 - 12,000 15,000 - 17,000 19,000 - 22,000 45,000 - 51,000
i Pad 5,200 - 6,000 5,000 - 5,500 7,500 - 8,500 17,700 - 20,000
i Pod 3,700 - 4,150 5,000 - 5,200 5,150 - 5,300 13,850 - 14,650
Mac ( ) 1,550 - 1,650 1,450 - 1,550 1,350 - 1,450 4,350 - 4,650
Mac ( ) 200 - 250 550 - 650 850 - 950 1,600 - 1,850
Mac ( ) 1,750 - 1,900 2,000 - 2,200 2,200 - 2,400 5,950 - 6,500
i Pod 3,700 - 4,150 5,000 - 5,200 5,150 - 5,300 13,850 - 14,650
(%) ( ) Jul Aug S ep
i Phone - 39.1 28.1 -
i Pad - (6.3) 52.4 -
i Pod - 29.9 2.5 -
Mac ( ) - (6.3) (13.3) -
Mac ( ) - 166.7 50.0 -
Mac ( ) - 15.1 9.5 -
i Pod - 29.9 2.5 -
EMS
EMS MacBook 9
EMS
7 8 8
EMS 3Q12
EMS ( / ) Jul Aug Sep CY 3Q12
iPhone 11,748 12,695 18,139 42,582
iPad 5,096 4,985 7,980 18,061
iPod 3,033 3,680 6,017 12,731
Mac ( ) 1,533 1,393 1,329 4,255
Mac ( ) 212 277 381 870
Mac ( ) 4,778 5,350 7,727 17,856
MoM (%) Jul Aug Sep
iPhone - 8.1 42.9 -
iPad - (2.2) 60.1 -
iPod - 21.3 63.5 -
Mac ( ) - (9.1) (4.6) -
Mac ( ) - 30.7 37.5 -
Mac ( ) - 12.0 44.4 -
http://research.kgi.com 2012 7 23 5

6. 3Q12
Apple 2H12 EMS
2H12 EMS
i Phone iPhone 5 100 0 0 0
iPhone 4S 60 0 40 0
iPhone 4 70 0 30 0
iPhone 3GS 100 0 0 0
i Pad New iPad 100 0 0 0
iPad mini 60 0 40 0
iPad 2 100 0 0 0
i Pod iPod touch 0 100 0 0
iPod nano 100 0 0 0
iPod shuffle 0 0 0 100
iPod classic 0 0 0 100
Mac ( ) 13” Retina MacBook Pro 0 100 0 0
15” Retina MacBook Pro 0 100 0 0
11” MacBook Air 0 100 0 0
13” MacBook Air 0 100 0 0
13” MacBook Pro 40 60 0 0
15” MacBook Pro 0 100 0 0
17” MacBook Pro 0 100 0 0
Mac ( ) 21” iMac 0 100 0 0
27” iMac 0 100 0 0
Mac mini 100 0 0 0
(2317.TW, NT$86.6, ) iPhone 5
9
New iPad
3Q12
(2382.TW, NT$74.3, ) MacBook
(4938.TW, NT$35.1, )
EMS
http://research.kgi.com 2012 7 23 6

7. 100 A 1907-1909 104 700
200051 886.2.2181.8888
886.2.8501.1691
2014 A 24D1
518008
852.2878.6888 8th - 11th floors, Asia Centre Building
852.2878.6800 173 South Sathorn Road, Bangkok 10120, Thailand
66.2658.8888
66.2658.8014
(OP) (Excessive Return)
( ) 40%
(N) ( )
40% 40%
(U) ( )
40%
(NR)
(R ) /
* =( / )–1
http://research.kgi.com 2012 7 23 7